Transcript Slide 1

Bipolar Disorder
Awareness Day
Raising Awareness through
Public Relations
June 20, 2007
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Today’s Agenda
• A Crash Course in Public Relations
• About Bipolar Disorder Awareness Day
• Media Relations 101: How You Can Raise
Awareness of BDAD
• Toolkit Overview
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What is Public Relations?
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What is Public Relations?
Public relations is communication with
the public to influence their attitudes
& opinions in the interest of
promoting a person, product or idea.
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Value of Public Relations for
Bipolar Disorder Awareness Day
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Communicate key messages
Generate awareness of:
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NAMI
Mental Illness Awareness Week
Bipolar Disorder Awareness Day
Draw attendees to events
Increase membership, volunteers, donations
Editorial credibility
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How Do You Do PR?
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Research, research, research
Set objectives, target audiences
Formulate a sound strategy; platform
Develop a tactical plan bringing the strategy to life
Monitor outcomes, refine approach
About Bipolar Disorder
Awareness Day
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About Bipolar Disorder Awareness Day
• Thursday of Mental Illness Awareness Week
(MIAW): October 11, 2007
• Opportunity for NAMI to raise public awareness
of both “poles” of bipolar disorder - depression &
mania
• Shape public commitment to early intervention
& provision of effective treatments
• Supported by Abbott through an unrestricted,
educational grant
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Bipolar Disorder Awareness Day:
Public Relations Goals
• Increase awareness of bipolar disorder
(including both mania & depression)
• Promote early detection & accurate
diagnosis
• Reduce stigma
• Minimize the impact on those who live
with this medical illness
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How NAMI Affiliates Can Help
• Make Bipolar Disorder Awareness Day an
integral part of MIAW
• Use the MIAW/Bipolar Disorder Awareness Day
Affiliate Toolkit tactics & materials for further
support
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Information also available at www.nami.org/miaw
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Be a Resource for the Media
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NAMI chapter leaders are experts in mental illness
• Bipolar disorder - mania, depression; eating
disorders, etc.
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NAMI National offers statistics, news
• Prevalence of mental health services available
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NAMI chapters can offer insight as local nonprofits
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Help the media find you -- Make sure your affiliate contact
information is correct on the NAMI Web site!
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Bipolar Disorder Awareness Day:
2007 Theme
Bipolar Opposites: Understanding the
Balance Between Mania & Depression
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Bipolar disorder is a complex medical illness of the brain.
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People diagnosed with bipolar disorder experience alternating episodes of mania
(severe highs), depression (severe lows) & mixed states which contain elements
of both.
Though often overlooked or misunderstood, mania can be just as destructive
as depression.
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While someone experiencing an episode of mania may feel productive & selfconfident, mania can also cause reckless decision-making that can have longterm consequences (financial, relationships, etc).
Conversely, when depressed, people with bipolar disorder may experience a
profoundly sad, irritable or 'flat' mood, losing interest in usual activities.
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Depression can also be physically debilitating, preventing a person with bipolar
disorder from even getting out of bed.
With accurate diagnosis & treatment, people with bipolar disorder can lead full
& productive lives.
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Essential components of the treatment process for people living with bipolar
disorder include medication, psychotherapy, support groups, & education about
the illness.
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Media Relations 101
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The Value of Media Relations
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Major tool for communicating messages to key
audiences
Create or maintain support among various
stakeholders
Opportunities to enhance image & reputation
Vehicle to tell NAMI’s story
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About the Media
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Print Media
• Newspapers, magazines
• Editors vs. reporters
• Beat reporters
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Medical/health
Lifestyle/features
General assignment
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About the Media
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Television
• Networks: ABC, NBC, CBS, FOX, CNN
• Local Affiliates: KDFW-TV Dallas, KRON-TV San
Francisco, WCBS-TV New York City
• News assignment editors, show producers, medical
producers & reporters
• Public affairs programming
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About the Media
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Radio
• News directors, show producers
• Live vs. taped
• Public affairs programming
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About the Media
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Internet
• WebMD
• Local organizations, news outlets
• Non-profit organizations
• NAMI local affiliate Web sites
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What is News?
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Change
Timeliness
Impact
Prominence
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Proximity
Conflict
The Unusual
Currency
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What Makes Healthcare News
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How is the story presented
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Third party expert to offer credibility
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Researcher, author, academic / research institution, non-profit
organization, government body
Personal anecdote
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Provide written news in a timely, clear manner
Adapt to needs & style of specific outlets
Translate scientific information to consumer-friendly
Highlight relevance, answer “why is this important?”
First-person account brings emotion to story
Related to current hot topic
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PR Perspectives on Media
When it comes to media, public relations initiatives
typically fall into three categories:
• Announcing the news when you have something
to say
• Making news when you need something to say
• Responding to news when someone else is
saying, or likely to be saying something, about you
or your area of expertise
Reporters are:
• Curious
• Deadline-driven
• Have space to fill
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Media Relations: A Step-by-Step Guide
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Key messages
Packaging the story
Media list
Press materials
The “pitch”
The preparation
The interview
The follow up
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Step 1: Prepare Key Messages
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Message Checklist
 Who am I trying to reach?
 What do I want them to remember?
 What is the audience concerned about?
 Are my messages understandable?
 Would I be persuaded… if I didn’t know what I
already know?
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Step 1: Prepare Key Messages
The NAMI Identity Guide – A Great Resource!
• Ensures consistency of message across
chapters & national efforts
• Outlines the most appropriate language to use
in talking about mental illness, treatment plan
• Available at www.nami.org/identity
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Step 1: Prepare Key Messages
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Messages should be strategic
Be concise, simple, straightforward
Use positive words & memorable quotes
It’s all about the “sound bite”
Know & rehearse 2-4 key messages
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Sample Key Messages
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Bipolar disorder is a medical illness that causes
extreme shifts in mood, energy, & functioning.
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Bipolar disorder is characterized by recurring episodes of
mania (severe highs), depression (severe lows) & mixed
states which contain elements of both.
Over 10 million people in America have bipolar disorder,
& the illness affects men & women equally.
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Sample Key Messages
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If mania & depression are left untreated, people with
bipolar disorder are at great risk for suicide, substance
abuse, incarceration, & other harmful consequences.
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The mortality rate for people with untreated bipolar
disorder is higher than it is for most types of heart
disease & many types of cancer.
Approximately 40% of people with untreated bipolar
disorder abuse alcohol or drugs.
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Sample Key Messages
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Bipolar disorder is a treatable & manageable illness.
After accurate diagnosis, most people with bipolar
disorder can achieve an optimal level of wellness.
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Essential components of the treatment process for people living
with bipolar disorder include medication, psychotherapy,
support groups, & education about the illness.
80 – 90% of people with bipolar disorder can be treated
effectively with medication & psychotherapy.
With accurate diagnosis & treatment, people with bipolar
disorder have better treatment success rates (80%) than
people with heart disease (45%).
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Sample Key Messages
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October 11, 2007 marks the fifth annual Bipolar
Disorder Awareness Day.
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Part of NAMI’s Mental Illness Awareness Week
Aims to increase public commitment to early intervention &
provision of effective treatments
Bipolar Disorder Awareness Day is sponsored by Abbott
through an unrestricted, educational grant
For more information, go to www.nami.org/miaw
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Step 2: “Packaging” Your Story/Angle
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Make your story local!
• Local spokespeople (people with mental illness,
NAMI representatives, physicians)
• Local events, trends
Use national news/trends & create local tie
• National survey results/statistics
• Human interest angle (e.g., patient story)
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Step 3: Creating Your Media List
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Create an accurate list of local news outlets
• Newspapers, TV networks, radio stations
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Identify most appropriate contact
• Print: medical reporter, features/lifestyle editor
• TV: news assignment editor, health/medical reporter
or producer
• Radio: news director
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Step 3: Creating Your Media List
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Resources
• Search Internet
• Call media outlets
• Track reporters of relevant newspaper articles
• Consult Bacon’s MediaSource books (available in
your library)
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Step 4: Create Your Media Materials
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Localize templates
• Press release
• Media alert
Use fact sheets
• Bipolar disorder fact sheet
Create pitch letter
• Introduce NAMI, Bipolar Disorder Awareness Day, &
the story angle
Develop bios for local spokespeople
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Step 5: “Pitching” the Media
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Most “cold call” pitches begin with an email, followed by
a phone call
• Start with a pitch letter or “save the date” card
Send press materials to the media (email, fax, mail)
Follow up via phone
• Prepare yourself to answer reporters’ questions by
establishing key messages, reviewing possible
questions
Offer interview with local spokesperson
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Step 5: “Pitching” the Media
Remember:
• Be brief, quickly provide who, what, where, when, &
why this story will be of interest to their audience
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Respect “deadlines” – typically, a reporter will have
limited time in the late afternoon
• Call before 3 p.m. – stories filed in late afternoon
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If they’re busy, ask when is a good time to call back
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Like everyone, reporters enjoy positive “feedback”
about their work – a brief email about a particular story
could help “open the door”
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Step 6: Prepare Your Spokesperson
Value of Spokespeople:
• Provide expertise
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Localize a story, event
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Local NAMI leaders, physicians
Local residents with mental illness
Communicate key messages
Generate awareness of NAMI
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Step 6: Prepare Your Spokesperson
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Interviewee’s “Bill of Rights”
• Know what the story is about
• Know the topic
• Help define the agenda
• Know how long the interview will take
• Know if the story will be used & when
• Know whether you will be quoted
• Know if the interview is live or taped
• Know your interviewer
• Ask questions
• Receive courteous treatment
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Step 6: Prepare Your Spokesperson
• Create a “Q&A” list
• Conduct a mock interview to prepare them to
answer questions candidly
• Provide talking points to ensure consistent
messaging
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Key to a Successful Interview
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It’s a PRESENTATION…
not a CONVERSATION
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Tips for a Successful Interview
• Brainstorm potential questions in advance
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You can typically guess 95% of what will be asked
Practice in advance
• Set an agenda
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Know what you want out of interview, steer
discussion appropriately
• Keep your messages concise, back them up
with proof points, & repeat as appropriate
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Tips for a Successful Interview
• To ensure message delivery, remember
bridging & flagging:
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Bridging: A = Q + 1
Flagging: “What’s most important is…”, “The thing I
really want to emphasize…”, etc
• Time is your friend and foe:
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Listen to questions
No need to rush
Don’t over-answer
• Remind your spokesperson – Be Yourself!
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Step 7: Follow Up
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Thank the reporter for time, interest
Communicate NAMI’s expertise
Establish a long-term relationship
Watch for the story to run, make copies
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Your MIAW/BDAD
Affiliate Toolkit
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Your MIAW/BDAD Affiliate Toolkit
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Includes tactics & supporting materials to help you bring
Bipolar Disorder Awareness Day (BDAD) to your
community
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Materials request form
Sample mayoral proclamation & intro letter
Local press release template
Local media alert template
Bipolar disorder fact sheet
Feedback form
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Tactic #1:
Display Posters, Brochures & Pins
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Order BDAD posters, brochures, pins from
NAMI National
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Display posters in high-traffic areas within the community
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Submit materials request form by September 11th
Hospitals, libraries, churches, schools
Distribute pins for NAMI representatives, family, associates to
wear on Oct 11th
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Tactic #2:
Secure a Mayoral Proclamation
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Call your local city hall to find
out the appropriate contact
person, procedure & deadline
Use the sample proclamation &
letter provided in the Affiliate
Toolkit
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Tactic #3:
Host Educational Seminars
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Host seminars to educate your community on the unintended
consequences of mental illness
Suggested speakers include:
• Local law enforcement official
• Emergency department physician
Host event at a local hospital, library, church or high school/college
Use the materials provided in the BDAD Affiliate Toolkit to publicize
your event
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Tactic #3:
Publicize your seminars
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Order the event-specific posters
from NAMI National
Write in the dates, times &
locations of your events
Post in high-traffic areas within
your community
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Tactic #3:
Publicize your seminars
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Use the media alert or press release
template provided in the Affiliate
Toolkit to develop a press
announcement
Submit announcement to local
media & request your event be
included in the local calendar
listings
Personally invite local media to
attend & cover your event
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Tactic #4:
Conduct local media outreach
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Secure a spokesperson for your
media interviews
Use the media alert or press release
template provided in the Affiliate
Toolkit to develop a press
announcement
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Include reason for the interviews,
specifics on your spokesperson &
his/her availability
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Tactic #4:
Conduct local media outreach
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Submit press release to local media
Follow up with your media contacts via phone to secure
the press interview
Provide media contacts & spokespeople with the press
release & bipolar fact sheet prior to interview
Prepare spokesperson for interview
Follow up after interview
Continue relationship to secure expert position
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Next steps
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Toolkits soon to be available at www.nami.org/miaw
Materials request form due to NAMI National by
SEPTEMBER 11th
Questions? Email [email protected]
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Questions?
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